Spicy Pickle relishes plan to expand across the country

The Denver Post
September 22, 2003

Spicy Pickle relishes plan to expand across the country
Author: Christine Tatum
Denver Post Business Writer

Edition: MON BIZ
Section: BUSINESS
Page: E-01

Denver's Spicy Pickle sandwich shop plans to spread across the country, remaking itself as a national player in the rapidly rising "fast-casual" dining segment.

The Pickle announced last week that it's already selling franchises and expects to open five restaurants this year and 18 more in 2004. The company's first out-of-state outlet is scheduled to launch by December in the San Diego area, where a new franchise owner plans to open multiple locations. Talks are underway in other states, including Florida, Nevada and Pennsylvania.

There are three Denver-area Spicy Pickle stores.

The expansion plan counts on new executive vice president Marco Macchiaroli to help build the brand. He's a former senior director of operations at Noodles & Co., the Boulder-based national chain.

Macchiaroli said he relishes the challenge and is undaunted by entrenched sandwich giants Subway and Denver-based Quiznos. He hopes to beat the competition by offering customers better quality food in a more upscale atmosphere that features cushy chairs and wireless Internet access.

"We want the same neighborhood feel but with a little more cutting edge," Macchiaroli said.

That, coupled with more flavorful food served fast, pretty much sums up the fast-casual eateries now making up the industry's fastest-growing segment.

The concept has been around since the early 1990s but didn't win its own industry segment until 2000. Last year, fast-casual restaurants, such as Corner Bakery and the Denver-based McDonald's Corp. subsidiary Chipotle, reported $5 billion in revenue.

"The baby boomers that grew up on fast food are now looking for more variety and more healthful choices," Denver restaurant consultant John Imbergamo said. "And they want their food with basically the same speed, convenience and value they had when growing up."

Caption:
PHOTO: Macchiaroli: Leading Spicy Pickle's charge.